Young Lions Czech Republic 2022 | MEDIA www.younglions.cz The only platform where young professionals can find out how good they are compared to their peers. Powerful learning through experience by working under time pressure. Young Lions develop ambition and the ability to create excellent communications solutions. We can call them the national championship for brand communication professionals aged 30 or under. They provide a unique opportunity to develop creative and personal excellence.

1. We need to convince employees not to be
barriers to change.
We aim to tap into their unconscious
behaviour and make it easier for them to
change their mindset.
Change the perception of
DEI by employees
We need to get the attention of the B2B
audience to start a discussion with OPIM.
Companies need to make diversity,
equality and inclusion a long-term priority
to succeed in the future.
Onboarding employers
To increase OPIM
cooperation with employers
by 15%
We will achieve this goal in two phases.
Main goal

2. HR and managers that look for “cultural-fit” as a source of
harmony.
Objective
Employers - HR
and management
To break the belief that DEI is just to "tick the box" of
political correctness and start the conversation with
companies.
Audience
Problem
Insight
Harmony can easily escalate to uniformity in thinking and
being close to be the clones in an echo chamber.
When everybody think in uniformity, no one is challenging the
ideas and brings outstanding results.
Frameworks
Strategy
We will show that to critically think, employers must avoid
seeking harmony in uniformity and aim for diversity to bring
up valid counterpoints.
Common people who are not in everyday contact with
minorities.
Employees
Bring emotions and understanding that everyone has
biases, that it is smart and worth to acknowledge them,
mitigate them and that overcoming biases is not only right,
but it's worth it.
These people see the world through the lens of their
experience and fears.
Humans are evolutionarily programmed to fear unknown
people, ideas, cultures.
To show that they can understand diversion and inclusion
when they knowingly make a step to the acceptance.

3. Awareness
(We communicate with
people with no expressed
interest, during their daily
agenda).
Public: People draw subconscious
barriers and boundaries that
separate them from the unknown.
Acquisition
(We communicate with
people at the stage of
exploring the possibilities of
meeting their needs).
Performance
(We communicate with
people who are ready to
connect).
Barrier Communication task Placement
Public: Everyone makes biases.
The important thing is to be aware
of them and consciously change
your thinking.
Public: OOH, RTB, Social, Print,
Podcasts, PR
B2B: They don't have a
well-defined long-term vision for
the company that lays out a course
of action for DEI.
B2B: We offer a set of tools for
setting up and working with DEI.
B2B: Social, search ads, e-mailing
B2B: Company representatives
fear that their employees will be a
barrier to change.
B2B: OPIM is here to help you with
onboarding of your employees for
DEI. CTA: Cross the line and
contact us
B2B: Social Lead Ads, Google and
Sklik remarketing

4. Campaign ecosystem
Brand awareness Acquisition Performance Retention Recommendation
Display programmatic
Social ads
Social content Social con.
Search Ads
E-mailing
Print
Social con. Social con.
PR
OOH
Other metrics
Master KPIs Reach
Number of impressions, reach,
CPM, visibility, CPV, readership,
direct traffic, visits from brand
inquiries, brand lift, increase in
brand mentions, backlinks.
Unique website visitors
Number of clicks, CTR, CPC,
number of visits, number of new
users, number of returning users,
bounce rate, length and depth of
visit, readership of the blog or
advisory, growth of newsletter
subscribers, growth of
remarketing audiences.
Leads
Conversion and transactions,
qualified leads, AOV, margin,
CPA, PNO, ROAS, ROI.

5. Ease: All humans are different.
Dilema: How to approach to different
types of people.
Visualisation: Lines and stories
drawn in one stroke represent both a
connection and a boundary.
Key visual -
B2B
Targeting: There are approximately
300,000 HR specialists and 300,000
CEOs in the Czech Republic.

6. Ease: Everyone has biases.
Dilema: People has the option to
change.
Decision: They can be the ones who
divide the society or the ones who
connects it.
Visualisation: Lines and stories
drawn in one stroke represent both a
link and a boundary.
Key visual -
public

7. Social: To aim the social media
followers growth target, there has to
be great amount of planned and
engaging content.
Stories: Every social media post is
place to tell a short story. Even IG
story. It is possible to use the Live
library from website.
Targeting: Targeting: Social media
post are primarily targeted to broad
society. The aim is to reach wide
group of people who will recognize
OPIM as a main Czech NGO focused
on DEI.
Social media

8. Reach: Instagram stories are great for
reaching your target audience on a
regular basis. You can be reminded
every day and build awareness.
Engagement: within the stories, we
try to complement the engagement
stories so that people are encouraged
to interact.

9. Bonus: In addition to an awareness
campaign, outdoor advertising can
also serve to lure people into the
Diversity Talent Pool.
People can gain personal experience
through their own talent-based job
search process.
Outdoor

10. Summary
Objectives: To show that to critically
think, employers must avoid seeking
uniformity and aim for diversity to
bring up valid counterpoints.
Targeting: There are approximately
300,000 HR specialists and 300,000
CEOs in the Czech Republic.
Problem: Harmony can easily
escalate to uniformity in thinking and
being close to be the clones in an
echo chamber.
Insight: When everybody think in
uniformity, no one is challenging the
ideas and brings outstanding results.
Creative Idea: Lines and stories
drawn in one stroke represent both a
connection and a boundary.
Insight: Humans are evolutionarily
programmed to fear unknown
people, ideas, cultures.
Creative Idea: Lines and stories
drawn in one stroke represent both a
connection and a boundary. In
addition, they link communication
towards companies and the public.
Objectives: Bring emotions and
understanding that everyone has
biases, that it is smart and worth to
acknowledge them, mitigate them
and that overcoming biases is not
only right, but it's worth it.
Problem: These people see the world
through the lens of their experience
and fears.
B2B
Public